Effect of Digital Responsiveness and Feedback Management on Customer Satisfaction: A Case of Nigeria Manufacturing Company

ABSTRACT : In recent times, many organisations now adopt digital customer relationship platforms, yet customer satisfaction may remain weak where response to enquiries is slow, where feedback is not properly acknowledged, and where complaints submitted through digital channels are not followed to closure. Therefore, this paper examined the effect of digital responsiveness and feedback management on customer satisfaction within the manufacturing sector in Nigeria, focusing on NigerBev Ltd. The study adopted a quantitative survey approach and used primary data collected from customers of NigerBev products in Osogbo, Ilorin, and Ogbomosho. 348 respondents were randomly selected, comprising of the company’s customers in the study area. Multiple regression analysis was used to test the objective and the hypothesis of the study. The finding revealed that the combination of digital responsiveness and feedback management was significant to explain the variation of customer satisfaction at 48.8%, with R Square =.488, at 0.05 level of significant. The study concluded that digital responsiveness and feedback management have a great impact on customer satisfaction at NigerBev Ltd. It was recommended that the response standards of the NigerBev should be laid, the feedback recognition enhanced, the introduction of the complaint tracking processes, and the digital service performance ought to be monitored on all the customer-facing digital channels.